After 20 years of progressive sales and leadership with a major Canadian brewery, Norva Riddell joined True North Sports & Entertainment Limited as Vice President of Sales in the summer of 2004. Riddell served as Senior Vice President, Sales & Marketing for the last six years and is now in a newly expanded role as the Senior Vice President, Business Partnerships & Account Services. In that capacity, she is responsible for leading the organization through important periods of annual revenue growth with a particular emphasis on managing the expanding corporate business, sponsorship and revenue relationships for True North and the Winnipeg Jets on a local, regional and national level.
In 2008, Riddell was awarded the American Hockey League’s Ken McKenzie Award, recognizing her significant accomplishments in marketing and sales for the Manitoba Moose among all AHL member clubs. In the community, she serves as a Board member of the Winnipeg Jets True North Foundation and the Children's Hospital Foundation of Manitoba.